other sites like bobble bar invested in pop-up stores in major cities. >> consumers will never going all their shopping on liechblt they're not going to do it all off line. the best brands that are focused on offering the best possible customer experience are going to have a presence in both channels. >> problem is, opening a store takes money and planning. in the beginning this was not the focus of warby parker. they did it on the fly inviting people to neal's apartment and laying frames out on the dining room table. today things are much different with a solid success story, thaech opened two brick and mortar stores with more on the way. the crown jewel, their 2,000 square foot flagship store on one of the most coveted blocks in new york city. >> we thought having a flagship store here in soho would strengthen the brand and add gravitas to it. it would help us perhaps reach customers that were reluctant to buy online. >> calling it a store does not do it justice. the two founders who are still running the company, neal and dave, decided if they were going to move into brick and mor